WHAT? Cross-media project.

AIM? Young people, who do not make their career choices restricted by gender stereotypes, but who make their choices based on their will and abilities.

WHO? Estonian Gender Equality and Equal Treatment Commissioner’s Office together with Estonian Public Broadcasting, Tallinn University, SA Innove, Estonian Ministry of Education and Research, Office of the Equal Opportunities Ombudsperson of Lithuania and The Centre for Gender Equality in Iceland. Project is mainly funded by European Commission.

WHEN? 30 months from 2017 to 2019. 


Maria Tiidus,, +372 588 532 28

Mari-Ann Lumeste,, +372 52 55 130



about Anna Sooväli’s fascinating journey from the class nerd to a cool rap-artist NoJik.

Moreover, life of Anna’s social life and life of her family members takes rather unexpected turns. In total there are 10 episodes, each lasting for 28 minutes. First episode in Estonian aired on ETV on 29th of October 2018 and in Russian on ETV+ on 3rd of October 2018. For the second time the TV-series aired on ETV on 30th of June 2019. Episodes are accessible from ETV’s website and from our project's website from HERE.

On the 2nd of April 2019 "Why Not?!" also aired in Lithuania. 


on how to use produced study materials took place in Estonia in February and March 2019. All in all, there were 6 trainings in Estonian and in Russian in Tallinn, Tartu and Jõhvi. More information about the Lihuanian trainings can be found from here. 

In Lithuania the trainings took place in May 2019. There were 3 trainings in Švenčionys, Vilnius and in Kaunas. More information about the Lihuanian trainings can be found from here. 

In  summer 2019 the trainings for teachers and career counsellors will take place in Iceland.

Study materials

for teachers, on how to talk about (gender) stereotypes to the students in different classes and in different age groups.

Study materials in Estonian, Russian and English are freely accessible from the project’s website. Moreover, the materials in Estonian and Russian are also accessible from a digital study materials portal e-koolikott. 

Study materials in Icelandic, Polish and Lithuanian will be also soon freely accessible from the project's website.


County visits

where we introduced the project to youngsters. All in all, there were 15 visits to Estonian counties in the end of 2018. Read more about the county visits from here.

Radio shows

where different equality topics and stereotypes are considered more broadly.

10 radio shows in Estonian language will air on Vikerraadio on every second Tuesday at 10.05. First radio show in Estonian “Ühisosa” aired on Vikerraadio on 26th of October 2018. Radio shows are accessible on Vikerraadio’s webpage as well as on the project’s website.

Moreover, there will be radio shows in Russian language. First of these aired on 6th of September 2018 on Radio 4 and since then the radio shows are aired on every second Tuesday at 14.05. Radio shows are accessible on Radio 4's webpage.

Furthermore, there are radio shows in Icelandic in Iceland. First radio show in Icelandic called 'Allskyns' aired on 9th of May 2019. The Icelandic radio shows are accessible from here. Read more about the lcelandic radio shows from here.